Summery
A remake of Dabur Indias brand Real Activ 100% Juice. From a square packaging shape did we adapt and upgrade the whole series of designs to the taller and rounder appearance of the new packaging shape.
This is the first round of total nine flavours. Five flavours will later on too follow the same layout.
Launching in the Indian market beginning of 2023.
Client
Graphic Design consultant at Tetra Pak
My contribution
Art Direction
Photo retourch
10 rounds of changes
My role & The team
Concept & Idea, Graphic Design
Art Direction in collaboration with Deborah Morelli
Project Lead and customer contact by Business Lead APAC
Software
Photoshop
Illustrator
ESKO Studio
Project type
Focus area
Graphic Design
Timeline
2 months
Background
The sub-brand Real Fruit Active was launched in the APAC cluster in 2020, the first one with Tetra Pak brown Craft packaging material. It made a big impact widespread with PR.
Now, in 2021, will the second round of launch be done, now with a focus on a change of shape to differentiate on the shelf. All packages are in a square format - a diamond format will stand out.
Challange
“No limits with maintain the current square shape design – more important is to aptly leverage the new shape… But it must be recognisable ”
Not limited to maintain the current design – more important is to aptly leverage Tetra Prisma shelf throw
Design options needs to be compatible across 9 sub ranges within Real Activ brand
Should continue to look international, premium and clutter free
Most important element to be highlighted is “100%” or “HEART HEATLH” or “LOW CALORIE” or “FIBER+”
As per category code in India, the pack should visually communicate the different fruits & veggies used as ingredients
The result
Adaptions made
Recognition
Square format at the front, well visible. For customers to find the design on the shelf that they recognize.
Differenace
The category of FRUIT+VEGGIE has changed places, highlighted with another color. This is because the whole range of the sub-brand has 3 different categories that needed their own color code.
Future range
Only four designs made in the round, five more will be made in the next round. Here is the whole future range
